In the hospitality industry, success is often measured by occupancy rate, RevPAR, and guest satisfaction scores. Yet behind these familiar metrics lies a much more complex reality: the modern hotel customer journey has fundamentally changed. Today’s guests interact with hotels across multiple digital channels long before they check in—and long after they leave. Many hotel executives focus heavily on bookings and revenue management, but fewer realize that unmanaged customer interactions throughout the journey can create hidden operational risks, lost revenue opportunities, and reputational damage. Understanding the full customer journey—and having the right infrastructure to manage it—is becoming a competitive...